there is a great book, I’ve been recommended by a friend who is a successful businessman and marketing expert, which relates to Sales and Marketing. It’s called Traction.
Traction has been written by the founder of the DuckDuckGo search engine Gabriel Weinberg and tech writer Justin Mares. Though DuckDuckGo is nothing like the size of Google, it is still a hugely successful business and became successful in the face of erstwhile dominant competition by Google. Which, as everyone of course knows, is the established firm in this space with incredibly mature technology.
Both Gabriel and Justin passionately believe in the importance of giving sufficient focus to marketing. If people don’t know about your product or service, you aren’t going to get anywhere with it.
They systematise a process for rapidly establishing which marketing channels are going to work best for your business. There is an undeniable logic and experience brought to the process they define. It is clear it is important not to try to do too much at once, otherwise you will be spread too thinly.
So here in summary is his process:
We define a target system with three rings.
In the first the outer ring, we place all 21 marketing and sales channels.
These channels include things such as
* Viral Marketing
* Public Relations (PR)
* Unconventional PR
* Search Engine Marketing (SEM)
I provide the full list in the text accompanying this video.
We brainstorm all twenty one, to rank and order them in terms of importance to our business. Importantly we set clear measurable criteria for what constitutes a successful outcome for each channel.
After having ordered them, we select the top three and promote these to the second, middle ring of the target. The objective now is to conduct quick and dirty experiments with each channel, so we have real world confirmation if the channel is likely to work for our business. This all takes time and effort, hence the reason we cut off at three. Practically the time required to complete these tests might vary, but as a rule of thumb and target we are looking at about 3 weeks max.
Experiments complete, one of the channels will emerge as a winner and that is promoted to the centre ring or circle. `We focus our marketing efforts on this channel. The whole point is to seek to gain market traction (whether that be followers, site visitors, customers or subscribers – there is a funnel of increasing value, but we may need to start at the broader audience focussing on market awareness).
We have to remain disciplined. As the business grows different channels will emerge as the most valuable. So we repeat and iterate on this process promoting new winners to the middle ring. Comparison testing different channels using the quick and dirty real world test method.
By being disciplined about this process, we work to cover a lot of ground and prove to ourselves what is going to work best.
Obviously this is a very quick summary of the process. Over the coming months I’m going to be documenting how I get along with this methodology the channels and tests I’m running and the results.
So if you’re interested, in what works, why not follow along?
There will be a series of objectives associated with this book Traction, in future videos. I highly recommend buying the book.
[You can find the book on Amazon, here](https://a.co/d/578Z0gF)
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